Many brands are using social media channels to communicate with consumers (B2C). Recently, some B2B firms have started using social media to reach out to organizational buyers and build a relationship and reputation among consumers or employees. A survey of marketing managers was recently published, “2017 Social Media Marketing Trends: Top B2B and B2C Networks and Paid Channels” (MarketingProfs, June 6, 2017).
Look at two major B2B firms Facebook pages – Cisco and GE. Review these pages and Chapter 6’s Model of Organizational Buying Behavior (Exhibit 6-4) and Major Sources of Information Used by Organizational Buyers (Exhibit 6-6). How are Cisco and GE using their Facebook pages? What do you think are their communication objectives?